论古镇旅游形象的提升与维护策略——以浙江省为例

On the Promotion and Maintenance Strategies of Tourism Images of Ancient Towns——Take Zhejiang Province as an Example

浙江古镇的旅游发展水平参差不齐,游客对其评价也不尽相同。尽管浙江省在全国古镇旅游发展中位于前列,但仍因缺乏科学规划管理而出现一些问题,影响了古镇在游客心目中的美好形象。古镇旅游形象的塑造受主客观因素和形成机制的影响。浙江古镇旅游形象的提升与维护应包括以下策略:着眼古镇自身资源与目标市场,找准旅游地形象定位;整合提升构成要素,打造个性鲜明、主题突出的古镇旅游形象。

Different ancient towns in Zhejiang Province have different levels of tourism development and tourist evaluation.Although Zhejiang Province is at the forefront in Chinese ancient town tourism de- velopment,many Zhejiang ancient towns have some problems that can＇t be ignored,which affect the ima- ges of ancient towns in tourists＂ eyes, due to the lack of scientific planning and effective management. The images of ancient towns are affected by subjective and objective factors,and the image formation mecha- nism of ancient towns.The strategies of promoting and maintaining the tourism images of Zhejiang ancient towns may include, firstly,focus on the ancient town of its own resources and target market,identify the location of the tourism image; secondly, integration and enhance the elements of the building, and create ancient towns＇ tourism images with a distinctive personality and highlighted themes.